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THE
TASK OF MANAGING A RADIO STATION A CASE STUDY OF BAYELSA STATE RADIO
CORPORATION
ABSTRACT
This work
focus on the task of managing a radio station, also Balyesa State Radio station
as a case study, chapter one of this work explains the background of the study,
statement of problem, scope of study, justification of study, significance of
study, delimitation of study and definition of terms. Chapter two is a review
of related literature, chapter three focuses on the history of Bayelsa State
Radio Station. Chapter four is an analysis of management skills adopted by the
station. It also examines the problems and prospects of the station, Chapter
five summaries of the major, findings, recommendations and conclusion.
TABLE OF CONTENTS
Title
Page - - - - - - - - - - i
Certification - - - - - - - - - ii
Dedication - - - - - - - - - iii
Acknowledgement - - - - - - - - iv
Abstract - - - - - - - - - - vi
Table
of Contents - - - - - - - - vii
CHAPTER ONE
1.1
Introduction
1.2
Statement of the Problem
1.3
Scope of the Study
1.4
Purpose of the study
1.5
Justification of Study
1.6
Delimitation of the Study
1.7
Research Method
1.8
Definition of Terms
CHAPTER TWO
2.1 Literature Review
CHAPTER THREE
3.1 Evolution of the Radio Medium
3.2 Radio Broadcasting in Nigeria
3.3 Management Skills
3.4 Problems of Adopting the Skills
CHAPTER FOUR
4.1 The Management of Radio Bayelsa
4.1.1
Operation Department
4.1.2
Presentation Department
4.1.3
Commercial Department
CHAPTER FIVE
5.1 Summary of Major Findings
5.2 Recommendation
5.3 Conclusion
References
CHAPTER
ONE
1.1 INTRODUCTION
Radio communication from its inception
in the 20th century has been brandished the most universal medium of
mass communication in the electronic media. This is because; radio is cheaper
and more accessible to a greater number people.
The world today is traditional and the
society so dynamic that technology and survival urges have engulfed the masses,
thereby calling for a proper use of leisure time. In terms of portability,
radio has a great advantage as far as mass communication is concerned. Radio
remains the most vibrant medium for musical entertainment largely because of
the intrinsic quality of pure morality which it shares with music.
According
to Mcluhan (1973:264):
We live today in the age of information and
communication because electronic media instantly and constantly create a total
field of interacting events in which all men participate.
This explains why a great deal of
radio programming is actually designed to accommodate secondary listening, with
the materials split into short segments. More than 80 percent of BBC radio
output now consists of music and news.
There is evidence to suggest that
listeners are still attentive. Here in Nigeria, radio broadcasting is no longer
a monopoly of government and a few non-political religious bodies. There are
more than 148 broadcasting stations competing for patronage. But whether
government or privately owned radio media, the basic framework invariably
remains the same since they all operate under common guidelines from the
supervisory ministries of the Nigerian Broadcasting Corporation.
Though Radio has been described as a
“blind man’s theatre” with a passive audience, the strength and advantages that
the radio medium possesses above the other media continued to heap frog over
the years.
This
explains the reason for Ekwelie’s information that:
… 62.70% of the capital outlay on information was
put aside for the expansion and consolidation of Radio services in Nigeria’s
third National Development Plan Ekwelie 1982
1.2 STATEMENT OF THE PROBLEM
With the establishment of more radio
stations in the country, the quality of what is transmitted has slightly
dropped. This is not only because of the lack of enough professionals to march
the increased number of stations but because of poor management. the said lack
of enough broadcasting experts has also left broadcasting in the hands of more
unprofessional broadcasters. To these, there is need for constant information
on how best a radio station can be managed. This requires the identification
and suggestion of viable management skills and procedures. This work aims at
providing this much needed information to radio station managers. Some of these
managers do not fully understand the task ahead of all managers. This problem
solved in this work by identifying the challenges and tasks to the
accomplished.
1.3 SCOPE OF THE STUDY
This is a study of the task of
managing a radio station. It examines the challenges and tasks ahead of radio
station managers. For detailed information of topic, it explores the management
skills and theories that are applied in the management of radio station. It
also identifies the problem of effective management of a radio station like the
Bayelsa State Radio Corporation; it suggests solutions to such problems and
also recommends more in management theories, skills and procedures scope.
1.4 PURPOSE OF THE STUDY
A good number of people listen to
radio on their own, often forming a close relationship with particular
programmes. Since there is nothing to look at in a radio the action has to take
place exclusively in the listeners mind. The mind in turn copes with the most
rapid changes from place to place, from period to period and from initial
monologue to realistic dialogue and back again without the upheaval of physical
changes of sets. Precisely, because listeners can’t see radio characters, that
visualizes them and the physical setting as well. The purpose of this study
therefore is to identify the best way to manage this important medium of mass
communication.
1.5 JUSTIFICATION OF THE STUDY
The business of administration has to
do with the management of people and resources by an executive, towards the
realization of specific corporate goals which would include artistic goals, and
monetary goals. It means therefore that in any administrative structure, there
must be the administrator, the personal and the materials, the manager or
administrator co-ordinates both men and materials in order to realize the
corporate goals of the establishment.
Since the above analysis is deemed to
be true, then this study becomes highly justifiable for it is aimed at
achieving the managerial processes of a Radio station. Using radio Bayelsa as a
case study, the subject of this study borders more on the supposed managerial
acumen that is expected of the management of a Radio Station.
But in a country where mass poverty
has deprived the citizenry of important electronics like television, monitors
video recorders, VCDs and even satellite dishes, the poor masses resort to the
radio medium as the only way to gather information. This simply because radio
is simple and affordable, besides, radio information can be achieved without
the audience spending a kobo. This is rare in most mass media. The
justification of this study, therefore lies on its attempt to study, critically
the management procedures of a radio station.
Despite the laudable contributions of erudite
scholars in management like Joal Adedeji, Olu Akomolafe, Innocent Ohiri and
Chris Nwamuo, management in Nigeria has been a bone in the neck. No wonder
there for that Liwhu Betiang in Agberia (ed, 2000) observed that:
The arts administrator in the electronic medium of
radio is saddled with the task of understanding and co-coordinating the
corporate objectives (of the establishment) … (P.G.A.).
1.6 DELIMATATION OF THE STUDY
Because my study is bordered on
management and because management of material and human resources, especially
in Nigeria, is difficult, I shall revolve this study within the management of a
radio station.
This study examines the evolution and
development of radio in Nigeria and with a sharper focus on the emergence and
management of Radio Balyelsa then the task of managing it.
Some technical data are however left
for the sake of a sharper focus on the management aspect. For the limitation,
the challenges post by the death of books on Radio BAyelsa was quite big.
Finding of the work also poses some challenges which were finally met.
1.7 RESEARCH METHOD
The research methodology for this
study involved more of secondary sources than the primary. The source included
journals, textbooks, magazine, handouts and mimeographs. The research method
also involved primary sources which included personal experience, oral
interviews and participatory observations.
1.8 DEFINITION OF TERMS
For the purpose of clarity, this work
contains the definition of some key terms that are capable of enhancing our understanding
of the study. They include: Task, Manage, radio and station.
TASK
According
to Longman Dictionary of Contemporary English, Task is:
A piece of work that must be done, especially one
that is difficult or unpleasant, or that must be done regularly, (1995: 1474)
However,
as it appears in this work, task is synonymous with challenges.
MANAGE
To manage is to
direct or control a business and the people who work in it (Longman 1995:866).
Managing in this work stands the act of controlling, directing, influencing and
even harmonizing both material and human resources.
RADIO
Longman
(1995: 1165) defines Radio as:
A piece of electronic equipment which you use to
listen to programmes that are broadcast, such as music and news … (p. 1165)
Technically,
radio is a name given to the system of transmission and reception of
information by means of electro – magnetic radiation in form of radio waves
propagated through space (Liwhu Betiang in Angberia 2000:65). Station in
broadcasting context has to do with one of the many different signals you can
receive on your radio or television that a company broadcast on (Longman
1995:1404).
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